Do Good

Informationen zum Autor ANNE BAHR THOMPSON is founder of the brand consultancy Onesixtyfourth and former executive director of strategy and planning at Interbrand. She has been featured in the Financial Times! The New York Times! and on Fox Business and MarketWatch Radio. Klappentext Packed with examples and original data, and a five-step model highlighting the new rules of business, this book shows that doing good and making profits are now inextricably linked. By actively linking great brands with higher purposes, companies capture both markets and hearts. Zusammenfassung Increasingly today, in every age group, consumers are committing to brands that show good citizenship--from fair employment practices, to social responsibility, to charitable giving. In fact, support of these generous and socially aware companies is so high that good works and charitable giving are necessary for companies that aspire for financial success. Do Good documents the sea of change that has impacted the twenty-first-century marketplace more than even the most optimistic of business forecasters, including examples such as: Toms grew into a $600 million company by giving away 35 million pair of shoes. Patagonia's profits have climbed year after year even as it funnels heavy investments into sustainability. CVS's strategic decision to start destocking cigarettes in all stores. Customers have shown with their wallets the types of businesses they will support and that they will quickly call out negligence. Buyers today demand more than half-hearted pledges from companies who are clearly just trying to show less profits and decrease their taxes. By implementing the five-step model for the new rules of business laid out in Do Good --Trust, Enrichment, Responsibility, Community, and Contribution--companies can take the necessary steps to embed social consciousness into their DNA, in turn capturing both markets and hearts. Inhaltsverzeichnis Introduction 1 PART I: IT'S A BRAVE NEW WORLD CHAPTER 1: The New Demand That Brands Make a Difference 13 CHAPTER 2: Balancing Social and Financial Values: The New Brand and Business Equation 30 CHAPTER 3: Brand Citizenship: The Consumer-First Model for Doing Good and Doing Well 52 PART II: THE PATH OF BRAND CITIZENSHIP CHAPTER 4 : Trust 77 CHAPTER 5: Enrichment: Enhance Daily Life 113 CHAPTER 6: Responsibility: Behave Fairly 147 CHAPTER 7: Community: Connect Me 184 CHAPTER 8: Contribution: Make Me Bigger Than I Am 214 PART III: CHOOSING CHANGE CHAPTER 9: Stepping Forward into Brand Citizenship 241 ENDNOTES 259 INDEX 287 ...

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Advance Praise for Do Good "A great read for any company seeking to incorporate a social mission into their brand, without sacrificing profits. Anne Bahr Thompson's model of Brand Citizenship offers compelling advice and creative yet practical ways to connect with all stakeholders."-- Jay Coen Gilbert, co-founder of B Lab, the nonprofit behind the B Corp movement "Do Good offers a timely blueprint for building a strong brand with social impact at the core, as customer and employee expectations for the role business plays in society continue to increase."-- Andy Polansky, Chief Executive Officer, Weber Shandwick Worldwide "Anne Bahr Thompson's five-step Brand Citizenship model offers a new lens on the challenge of stewarding brands in an era of change and increasing complexity for brand owners." -- David Bickerton, Director of Communications, BP plc "Anne's book underscores what we experience each day as we work with the CEOs and companies in our coalition, and what the research has shown: that under-standing and meeting significant stakeholder needs is critical for companies to prepare for 2020. Do Good is required reading for leaders who want to meet today's business challenges head-on." -- Daryl Brewster, CEO, CECP: The CEO Force for Good "With her remarkable background and decades of experience, Anne Bahr Thompson has succeeded in joining profitability with purpose (a long-sought synchronization seldom achieved today) and crafted an exceptional framework for businesses to attain Brand Citizenship--which virtually guarantees a business success. A compelling read for everyone in business, I heartily endorse Do Good."-- Archie Carroll, Ph.D., Professor Emeritus, Terry College of Business, University of Georgia; senior coauthor of Business and Society, 10th Edition "Do Good is engaging, insightful, convincing, and useful. In a world where consumers, employees, and shareholders demand more from the brands they engage with, this book--and the unique Brand Citizenship model Thompson proposes within it--is essential reading for any business leader looking to unlock value and help their organization earn an extraordinary and irreplaceable role in people's lives." -- Kevin Jasmin, Director of Corporate Brand Strategy, TD Ameritrade

Résumé

Increasingly today, in every age group, consumers are committing to brands that show good citizenship--from fair employment practices, to social responsibility, to charitable giving. In fact, support of these generous and socially aware companies is so high that good works and charitable giving are necessary for companies that aspire for financial success.

Do Good documents the sea of change that has impacted the twenty-first-century marketplace more than even the most optimistic of business forecasters, including examples such as:

• Toms grew into a $600 million company by giving away 35 million pair of shoes.
• Patagonia’s profits have climbed year after year even as it funnels heavy investments into sustainability.
• CVS’s strategic decision to start destocking cigarettes in all stores. Customers have shown with their wallets the types of businesses they will support and that they will quickly call out negligence. Buyers today demand more than half-hearted pledges from companies who are clearly just trying to show less profits and decrease their taxes.

By implementing the five-step model for the new rules of business laid out in Do Good--Trust, Enrichment, Responsibility, Community, and Contribution--companies can take the necessary steps to embed social consciousness into their DNA, in turn capturing both markets and hearts.

Contenu

Introduction 1

PART I: IT'S A BRAVE NEW WORLD

CHAPTER 1: The New Demand That Brands Make a Difference 13

CHAPTER 2: Balancing Social and Financial Values: The New Brand and Business Equation 30

CHAPTER 3: Brand Citizenship: The Consumer-First Model for Doing Good and Doing Well 52

PART II: THE PATH OF BRAND CITIZENSHIP

CHAPTER 4: Trust 77

CHAPTER 5: Enrichment: Enhance Daily Life 113

CHAPTER 6: Responsibility: Behave Fairly 147

CHAPTER 7: Community: Connect Me 184

CHAPTER 8: Contribution: Make Me Bigger Than I Am 214

PART III: CHOOSING CHANGE

CHAPTER 9: Stepping Forward into Brand Citizenship 241

ENDNOTES 259

INDEX 287